Inspired by the Sustainable Development Goals (SDGs) of the United Nations (UN) 2030 Agenda, the Cannes Lions Festival introduced the Sustainable Development Goals category into its awards architecture in 2018 under Lions for Good. In this research, using a semiotic approach to reading images, we analyse the causes defended around sustainability as a relevant theme within the advertising industry, using Cannes Lions as a parameter. The analysis is based on the set of data and images extracted from the 131 advertising actions that won SDG awards, representing all the prizes awarded in the 2018 to 2024 editions of the creativity festival. Given these possibilities of repercussions from political consumers, many brands have taken on the burden of investing in advertising with and for causes, in the hope of meeting the needs of minority groups that are not covered by the public authorities, as well as presenting an altruistic profile, which would bring them a bonus in terms of their brand image. In this context, acting responsibly and ethically requires brands to consider the consequences of their actions on their consumers and on the public related to the cause they are defending. They combine these benevolent practices with advertising narratives, perhaps in the hope of turning the positive repercussions of these social actions into added value for the brand. However, as a result of reading, it is possible to infer that, for the most part, these actions represent small-scale results, with a limited geographical scope and ephemeral in time.